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Merging Data and Creative: Path to head goes through heart

Like scientists, many business folks have a deep-rooted belief that if they have all the information — all the data — they’ll be able to come up with the precise solution. We want to believe things don’t happen by chance.

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Business Growth: When is ‘too big’ too big?

Google, Amazon, Apple, Facebook and Microsoft are in a five-horse race to dominate global business. Does it feel like we’re getting close to something big, dramatic or maybe even bubble-bursting?

Things seem to be changing at a faster pace. Business growth is at an all-time high.

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AI-Powered Marketing Offers One-to-One Personalization

AI-powered marketing is a buzz term in most of the online marketing pubs we read. A question typically posed is: Do any of us know how artificial intelligence will affect our marketing efforts? The answer is: not perfectly. Yet AI-powered marketing is beginning to show glimpses of viable use.

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Effective Advertising: Big question is whether to entertain or inform

Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.

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Test, learn, tweak to formulate business strategy

Learning to write and solve equations is the foundation of formal education for many of us. There are thousands of equations and formulas that guide work in many industries, from making special alloy steel to building spacecraft that can travel to the end of our solar system and beyond.

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Building a Brand: Differentiate, strategize, target and shout from rooftops

Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate.

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Positioning and Papa John's: Backstory of how positioning propelled pizza giant

Papa John’s had brand positioning, but didn’t know it until a chance conversation. Positioning and Papa Johns go way back. John Schnatter, the founder and namesake of Papa John’s Pizza, started making pies in an oversized closet in his family’s tavern.

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Lots to learn from the hedgehog and the fox

To understand the spiny hedgehog and the sly silver fox, we must go back nearly three millennia. It started with a verse from 7th century BC Greek poet Archilochus: “The fox knows many things, but the hedgehog knows only one big thing.

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Positioning in Digital Marketing: Start with positioning to win online search

In the 1970s, Jack Trout and Al Ries first coined the term “positioning” for use in the field of marketing. It made an immediate impact, and nearly a half-century later, the term has become ubiquitous in the business world.

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Your brand DNA sets the course

The end of another year is a good time to reflect and work on your business rather than in your business.  

Your business deserves the attention and a good place to start is inside your company.  

There are two kinds of companies: product-focused and customer-focused.

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